Tatyana Abankina: How to make money on cultural heritage. Speakers Events with the participation of a speaker
Director of the Higher School of Economics, Moscow
Academic title:
Professor
Education, academic degrees
Candidate of Sciences: 1987, specialty 08.00.00 “Economic Sciences”
Moscow State University named after. M.V. Lomonosov, 1979, faculty: economics, specialty “economic cybernetics”
Achievements and awards
Honorary Worker of Higher Professional Education of the Russian Federation (November 2012)
Certificate of Honor from the Higher School of Economics (April 2011)
Certificate of Honor from the Ministry of Education and Science of the Russian Federation (April 2006)
Gratitude from the Ministry of Education and Science of the Russian Federation (April 2006)
Publications with mentions on fedpress.ru
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Abankina Tatyana Vsevolodovna
Director of the Center for the Public Sector of the Economy
National Research University "Higher School of Economics"
Education - higher, graduated from the Faculty of Economics of Moscow State University. M.V. Lomonosov in 1979, Ph.D., Honorary Worker of Higher Professional Education.
From 2001 to the present, he has been working at the National Research University - Higher School of Economics: Director of the Center for the Public Sector of the Economy, Professor at the Institute of Education.
More details
EVENTS WITH THE PARTICIPATION OF THE SPEAKER
Candidate of Economic Sciences, Professor, Director of the Center for the Public Sector of Economics, National Research University Higher School of Economics
specialist in the department of scientific popularization of art, outreach and educational activities, Moscow Museum of Modern Art
Head of the Development Department, State Museum-Reserve "Kulikovo Field"
Director, Domestic Tourism Development Agency
Researcher, Yaroslavl State Historical, Architectural and Art Museum-Reserve
head Department of Cultural Education, St. Petersburg APPO
20.04 15:0016:00 Additional education
Speakers:
In the last decade, museums have been actively implementing educational practices, going far beyond traditional “museum pedagogy” and becoming an important part of the educational ecosystem. Operating under less strict control than schools, museums are actively experimenting with pedagogical methods, creating educational products that are truly engaging, interesting and in demand. The museum is becoming one of the main platforms for popularizing science and developing new literacy.
Questions for discussion:
What is the educational potential of the museum? What results are museum educational practices focused on?
What educational programs and projects are in demand by museum visitors? What is their appeal?
How to adapt pedagogical methods to museum conditions and is this necessary?
In what form is productive cooperation between museums and schools possible when implementing programs of additional education and extracurricular activities?
How can we make museum programs accessible to children living in remote areas and children from low-income families?
Professor of the Higher School of Economics - about the trade in legends, architectural traffic generation, measuring the potential of estates and the value of fakes
Tatyana Vsevolodovna Abankina – professor, candidate of economic sciences, director of the Center for the Public Sector of Economics at the Higher School of Economics. Author of the study “Development of proposals for increasing the efficiency of use of estate complexes located in the Moscow region,” commissioned by the Moscow Region Ministry of Culture. At a recent meeting about cultural heritage in Moscow, Tatyana Abankina made a substantive report “Models and technologies for assessing the economic efficiency and investment attractiveness of cultural heritage objects.”
After which we, of course, could not help but give her the opportunity to speak out on our electronic pages.
How to make money from historical cities
The situation with the heritage of material culture in our country is very serious. In order to try to resolve it, you need to divide it into problem areas.
Firstly, this is the actual destruction of the heritage - whether from disrepair or from the actions of developers - the reasons in this case are not so important. It is important that the total number of objects is inexorably decreasing.
Secondly, it is necessary to separately identify the bureaucratic nature of all processes in general and interdepartmental barriers in the field of culture in particular.
Thirdly, it is worth highlighting the lack of adequate and constructive interaction between public associations, NGOs, government bodies (including cross-level interaction), companies and entrepreneurs.
Our project - “Models and technologies for assessing the economic efficiency and investment attractiveness of cultural heritage objects” - answers the question: can cultural heritage objects “work” for themselves, for their preservation? And how can they be used most effectively, how can they be “presented” and popularized more correctly?
We took three famous settlements for a comparative study - Stratford, where everything revolves around the name of William Shakespeare, Yasnaya Polyana by Leo Tolstoy and Weimar. There is no single brand name in the latter city; dozens of creative people, many historical events and artistic phenomena are associated with it. We analyzed these three cities according to different parameters: transport accessibility; proximity to major cities; how many years has tourism been developing, etc. The following figures can be cited: Stratford is visited by 5.5 million people a year, Weimar by 3.5 million, and Yasnaya Polyana by 130 thousand. Moreover, in Stratford and Weimar - 13-14% of tourists are guests from abroad, and in Yasnaya Polyana only 1% of visitors are foreigners.
It turns out that a cultural heritage site can and should be a “magnet”, generating traffic, so to speak. And we have enormous potential in this area. After all, the presence of cultural heritage sites is a huge plus for the territory and for the development of small and medium-sized businesses. Around each visited monument there are cafes, restaurants, hotels, souvenir shops, etc. and so on. That is, it is not the monument itself that earns money, but the infrastructure surrounding it.
But, of course, you need to be able to present a monument. “The king is played by his retinue,” and the monument is played by a legend. One must be able to subtly and intelligently “sell” the monument along with its legends; its marketing must be cultural. These can be art salons or traditional grocery stores. They must be accessible, they must be located where people go. It is necessary to include existing modern retail networks in this process. And you need to be able to interest them.
How to make money from crafts. Tradition…
We need to remember how it worked in Russia. After all, a lot has already been done in the past. I would give the example of Nikolai Evgenievich Pryanishnikov, the heir of two merchant families: on his mother’s side - the Olovyanishnikovs, suppliers of the imperial court, on his father’s side - the Pryanishnikovs. He personally collected the history of the family, the clan as a whole. The Olovyanishnikovs supplied church utensils, bells, and paints and varnishes to the domestic market. So, thanks to his research activities, today we can accurately imagine that it was the merchants who were these “trade and logistics centers.” Or even “business incubators” for arts and crafts, to use modern terminology.
I would like to tell you how it worked in practice, about the role that merchants played in the preservation and development of crafts. The very concept of “scavenger hunt” was not limited to the winter part-time work of peasants as cab drivers in the cities. It was much wider. Indeed, in the summer the peasants were very busy in the village, and in the winter there was no work, but the money was very necessary. The peasants, of course, did not know what and who needed in the market, what services or goods. All this marketing and sales information, as we would say today, was also undertaken by the merchants. It was they who traveled to the villages and left orders for embroidery of towels, spoons, pots - for anything. And in the spring, merchants went, picked up goods, paid for them and sold them at fairs or in their network of stores. Dishes, trays, crystal, you name it, there were a lot of names. And direct access to the market was almost inaccessible for peasants.
...and modernity
Now the situation is repeating itself: many plants and factories that produce what we still call handicraft goods find themselves without any possibility of entering the market. And not only small and unknown ones, but also large ones, such as Verbilki, Zhostovo trays, etc. Only now are their products getting opportunities to end up in souvenir shops, but this is very little.
In fact, they need to be re-presented and attract the interest of large retailers. There must, of course, be mutual economic interest. Perhaps we need tripartite agreements: trading networks, producers who restore or preserve all these fisheries and, on the third side, authorities who are interested in the revival of the territory, the revival of fisheries. Perhaps a small tax break could help. The Moscow region, for example, worked a lot on this, organizing fairs and informing people. A lot of materials have been published. This is still not enough, of course, for the economic prosperity of the fisheries. But you have to start somewhere. The business elite of the region, banks, business partners, and manufacturers gathered at these fairs.
Of course, there are a lot of problems along this path. In addition, sometimes all craft artistic traditions in a region may be lost. But the motivation is very serious, because in our country there are a very large number of territories where people literally have nothing to do, no work. These are complex processes. Let's take, for example, “Kolomenskaya pastila,” which is a wonderful example of such a revival of traditions. So, they complain that it is very difficult to regularly receive raw materials from local suppliers, and it is very, very difficult to negotiate with our suppliers. They are not mandatory, do not adhere to deadlines, etc. Discipline and responsibility are very important.
But a lot of artistic work is also needed to separate the categories. There are valuable expensive things, for example Zhostovo trays, Fedoskino, Gzhel. There are mass-produced things, and there are also fakes. We need catalogs with descriptions of the works, indicating the authors. This is serious work. Firstly, this will help fight counterfeits, and secondly, it will help structure the market. Of course, not everyone needs collectibles. But the collectible also needs to be available - this is the pinnacle of the emerging market. And both mass-produced items and fakes will circulate on it. The presence of counterfeits, by the way, is also a kind of compliment: “If you are not counterfeited, then you are of no value.”
Another serious area of development is expanding the geography of cultural trips. We did a study on this topic commissioned by the administration of the Moscow region. And on its basis we created a “Software module for variable calculations of investment attractiveness and economic efficiency of using estate complexes.” By the way, as a side effect of our research, enormous public interest in the estates of the Moscow region emerged. I repeat, the potential of our cultural sites is enormous. Actually, this interest, which can be measured, became the basis of our research.
We studied estates near Moscow according to several parameters: transport accessibility, distance from the Moscow Ring Road, fame of the monument (using the Yandex search engine, measured as the logarithm of the number of mentions); opening hours, naturally, artistic and cultural value.
This is how estates emerged - leaders in visiting, estates with as yet undisclosed potential, etc. We grouped all estates near Moscow into four types of clusters: “Brands”, “Compliments”, “Cultural potential” and “Cultural reserve”. The “Brands” include the most famous estates in the Moscow region, located within a 30-minute drive from the Moscow Ring Road. All estates in this cluster belong to the federal protection category. They have maximum potential for development. As an example, Arkhangelskoye can be cited.
The second cluster is “Cultural potential”: Average transport accessibility (50-100 minutes) is compensated by cultural significance and fame. They have good potential. Cluster “Compliments”: average and good transport accessibility combined with average popularity. There are many estates of regional protection category. Good transport accessibility did not help these estates become famous, which means that the cultural attraction of these objects is small. Development of related industries or re-profiling is possible.
The main vector of development is complementarity, i.e. integration into other types of activity - recreation, creative industries, small business.
Well, the last cluster is the “Cultural Reserve”, which takes a long time to get to (more than 100 minutes). These are mainly estates of the regional protection category, owned by the Moscow region. Alas, the least promising from a development point of view.
And then, based on this classification, we formulated the main stages of the investment project, in accordance with accepted restoration practices, provided the opportunity to choose between the four clusters described above - and simulated the real investment situation. Our model helps to calculate how much and at what stages of the project investments will be required and what opportunities are available for their return.
Here again we could recall the merchants - I would like to give one example of the interaction of the authorities with them. There was a strict requirement at one time: if you wanted to be a merchant of the first or second guild, you had to build something for the city. It could be a temple, a bell tower. Later, by the end of the 19th century, it was allowed to build not church buildings, but something for the needs of the local community. And immediately a huge number of schools built by merchants, almshouses, hospitals, etc. appeared.
Learning about native culture. We need an educational boom
- Our Heritage programs should be in all schools. Maybe as additional education. Here, it seems to me, we need to cooperate with religious organizations. But I am convinced that we need to start from early childhood. In kindergarten and elementary school it is easier to achieve the child's interest. Teenagers' interest drops sharply. Perhaps it would be interesting to organize workshops for this age group so that they can do something with their own hands. They say that our children are overloaded today, but we still need to try to involve them in cultural and educational tourism, volunteer projects, for example, during the holidays, in the summer. Additional education should be structured with an emphasis on “recognizing” the native culture. From my point of view, this should be an educational and volunteer boom. An optional and tedious subject. It is important to introduce experts, master classes, and volunteer projects there.
I would also introduce the subject of “recognizing one’s native culture” into the programs of all higher educational institutions, regardless of whether they train engineers, architects or teachers.
The real spaces of universities and schools can be used much more widely to host exhibitions on this topic. For example, they have now installed wonderful display cases with imperial porcelain at the University on the Lenin Hills. We have such wonderful projects of accessible culture. The potential of public spaces in Moscow is enormous and, in fact, educational institutions can be used as exhibition spaces.
We need living new technologies - crowdfunding, crowdsourcing. After all, many adults do not know the city in which they live. And the main thing that is terribly lacking is business incubators for creative industries, both modern and traditional. Because any modern ones feed on tradition, it is very important. Our tradition has been so cut down that many are now trying to collect bits of information from their families and their clans. Family, clan - what is it? This is an inheritance, a legacy, heirs. Who needs it and how to provide it? You have to make it feel like it’s yours. So much yours that you are responsible for it. Maybe we need to start small, but the space for activity is huge.
This dialogue is difficult for us: our universities and schools are very closed. Many interesting programs cannot get into the educational process.
And about There is very little scientific interdisciplinary collaboration. There is only one way out - we need to arrange such communication. Of course, an interdisciplinary scientific journal would be very helpful. Creating a new one, of course, is difficult, but you can try to negotiate a regular column in existing magazines. The format of round tables on the pages of magazines, even virtual ones, is very good, when a number of authors from different professional fields speak out on questions asked by the editors, and the editors unite and comment on the points of view expressed. There is a great need for interdisciplinary conferences with round tables - in fact, in the format of forums. It is necessary to overcome the mutual distrust of specialists from different fields. Wider dissemination of best practices - on the Internet, on forums, in scientific journals - would be very helpful. Of course, television plays a very important role - I don’t know how to do it, but I would like to see more round tables on cultural heritage on screens - with practical discussion of issues.
The main thing is to find a modern interactive format, and not rely only on art history education, from the helpless position of expecting mercy from the state.
But what’s gratifying is that there is no shortage of people who can interest and teach. You don’t have to look far for examples; we have such people at the Higher School of Economics and in many cultural institutions in our country.
The alienation that exists today must be overcome. And coordinating all these educational efforts can help. Yes, today there are many legislative inconsistencies, but they will only be mitigated as public agreement on the need to preserve heritage is formed.
Interviewed by Yana Mirontseva
ABANKINA Irina Vsevolodovna
Director of the Institute for Educational Development of the National Research University Higher School of Economics, candidate of economic sciences, professor, expert of the UN Economic Commission for Europe.
Address: Moscow, Potapovsky lane, 16, building 10, room. 211.
Irina Vsevolodovna really loves the work she does. This is evident from the passion with which she talks about her work, current and past projects. And even about projects from my student days on economic planning and national economic development. Graduate of Moscow State University. Lomonosov, majoring in Economic Cybernetics, Irina Abankina believes that she was very lucky at the beginning of her life. And not only with education, but also with the academic environment in which her formation took place and which predetermined her future professional path.
Irina Vsevolodovna is a representative of the domestic scientific economic school created by academician Stanislav Shatalin, his student and follower. Her research interests include vocational education reforms and regional development. Irina Abankina is the author of a serious analytical study on urban development based on an analysis of real estate markets in the cities of Rostov-on-Don, Tver, Nizhny Novgorod, etc. The results of this study were presented at the session of the UN Economic Commission for Europe in 1994. In addition, Irina Vsevolodovna is a co-author of currently implemented projects for the development of historical cities. Among them are Staraya Russa and Kaluga, Kimr and Veneva. Industrial - Zelenograd, cities of Yakutia: Mirny and Udachny.
“The main thing in our family has always been and remains education,” emphasizes Irina Abankina. “Mom, a physics teacher, did everything so that my twin sister Tatyana and I, and then our children, studied and graduated from Moscow State University. My grandparents were also educated and respected people. One grandfather is a financier, a bank manager, the other is a design engineer in the machine tool industry. Grandmother is a chemist, a researcher at the Artillery Military Academy. And my dad, while still very young, although he took on great responsibility by heading the family after the death of his father during the war, understood perfectly well that without education it was impossible. That’s why I studied and defended my PhD.”
According to Irina Vsevolodovna, education, professionalism, qualifications are the main capital of a family. Irina Abankina collected it, as they say, bit by bit. After graduating from Moscow State University - postgraduate studies. Then she defended her PhD thesis, the preparation of which she combined with work at the All-Russian Scientific Research Institute for System Research. Then there were other large institutes, where I. Abankina went through a long career from a trainee researcher to the director of the institute, which she has headed since 2008.
“My specialization is largely the economics of education,” explained Irina Abankina. - That is, the formation of modern financial management in educational institutions, which would support their independence, contributed to the development of the activity of teachers themselves. This also applies to preschool institutions.”
Irina Abankina draws special attention to the fact that today a big step has been taken in the development of preschool education: it is recognized as a level of education. This means that its financing should be such that people can choose for themselves which preschool education is appropriate for their child. This is one of the many projects under the control of Irina Vsevolodovna.
I. Abankina’s extensive work experience did not go unnoticed. For almost a decade and a half, Irina Vsevolodovna has repeatedly received high awards. She is a laureate of the “Golden HSE” award - 2002 in the nomination “Contribution to the Development of Russia”, a holder of honorary diplomas of the Ministry of Education and Science of the Russian Federation for 2006 and 2012, a certificate of honor from the President of the Russian Federation for 2012, a second degree badge of honor from the Higher School of Economics for 2013 and many other awards.
